Solved: Best way to run healthcare ads on Google?

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on running ads for dental implants, especially navigating the Google Ads policies which can be a bit tricky for anything healthcare-related.

Dealing with Google's Healthcare Policies...

You're absolutely right to be cautious about Google's rules for healthcare advertising. They are notoriously strict, and anything that even hints at targeting specific health conditions is usually a no-go. Dental implants, while cosmetic in many cases, still fall under that broader healthcare umbrella and Google errs on the side of caution.

Targeting people based on medical issues or sensitive health categories is definitely against the rules. This means you can't build audiences around things like "people needing implants" or "people with missing teeth". Google wants to avoid showing ads that prey on vulnerability or make assumptions about someone's health status.

The good news is you *can* still advertise, but you have to be smart about *how* you target and what you say in your ads and on your landing pages. It's more about reaching people based on their demonstrated *interest* or *intent* rather than their assumed medical state.

Trying to use audience signals like "interest in general dental care" or "cosmetic dentistry" for Display or PMax campaigns is the right approach if you go down that route. You're telling Google's system, "Hey, find people who seem interested in this broader topic," rather than, "Find people who have this specific health issue." Even then, policy reviewers can sometimes be overly cautious, and you might still get disapproved if they feel your ad copy or landing page too strongly implies you're targeting based on a condition. PMax relies heavily on automation and signals, so you give Google hints, but it ultimately decides who to show ads to based on conversion likelihood, which can sometimes still land you in hot water if it finds audiences Google deems sensitive, even if you didn't specifically target them. It's a fine line teh algorithm walks.

Why Google Search Ads is Likely Your Best Bet Initially...

For a high-consideration service like dental implants, people typically don't wake up one morning and decide "Oh, I fancy some implants today" because they saw a display ad. They usually come to this decision because they have a need – maybe they've lost a tooth, are unhappy with dentures, or have other dental issues they want to address. When they reach that point, they start actively researching solutions.

This is where Google Search Ads shines. It's an intent-based platform. You are reaching people at the exact moment they are searching for terms directly related to your service. Think about the search queries someone considering implants might use: "dental implants cost", "dental implant surgery [your city]", "replace missing tooth options", "best dental implant clinic near me".

Targeting these specific keywords puts your ad in front of someone who has high intent and is actively looking for a solution like yours. This generally leads to much higher quality leads compared to showing ads to people on Display or Social who might just have a passing interest in dental aesthetics but aren't ready (or able) to invest in implants.

From my experience with other service businesses (like HVAC or even B2B SaaS where people are looking for specific solutions), Search ads usually deliver a much better return on investment and lower cost per qualified lead for high-ticket services like this. It's less about broad reach and more about precision targeting based on demonstrated need.

It's also generally easier to stay compliant with Google's policies on Search. While your ad copy and landing page still need to be policy-friendly (avoiding sensational claims or guaranteeing outcomes), the targeting itself is based on keywords the *user* typed, not potentially sensitive audience categories you selected.

Considering Display and Performance Max...

Now, that's not to say Display or PMax are impossible, but they come with more challenges for dental implants.

Display ads are great for building brand awareness or retargeting people who have already visited your site. You can reach a vast audience across millions of websites and apps. However, the intent is much lower. Someone browsing a news site or playing a game might see your ad, but they aren't necessarily in the market for implants right now. While you can use those broader interest signals, converting that low-intent traffic into actual leads or bookings for a high-value procedure is often difficult and expensive. It can feel like throwing a lot of mud at a wall and hoping some sticks.

PMax is Google's automated campaign type that uses all their inventory (Search, Display, Discover, Gmail, YouTube, Shopping). You provide it with "signals" (like your existing customer lists, website visitors, or those interest categories you mentioned), assets (text, images, videos), and it uses machine learning to find conversions. The idea is it finds conversions wherever they might be found.

For implants, PMax could potentially find people across various channels, but it still faces the same fundamental challenge as Display – lack of immediate intent for most of the inventory. While it includes Search inventory, it gives you much less control over the specific search terms it targets compared to a dedicated Search campaign. This lack of control, combined with the policy sensitivity of healthcare and the high-ticket nature of the service, makes PMax a riskier and potentially less efficient option for direct lead generation for dental implants compared to focused Search campaigns, especially when you're starting out.

You could try using PMax with very strong audience signals and excellent assets to try and find those pockets of interest, but be prepared for potentially higher costs per lead and closer scrutiny from Google's policy team.

Best Practices to Keep in Mind...

Whether you focus on Search or decide to test Display/PMax (which I'd recommend doing *after* you've got Search working well), here are some best practices:

• Use clear, benefit-driven ad copy. Focus on the outcome of having implants (e.g., "Restore Your Smile," "Eat What You Love Again," "Permanent Tooth Replacement") rather than dwelling on the medical procedure itself.
• Your landing page is crucial. It needs to be highly persuasive, build trust, and have a clear call to action (e.g., "Book a Consultation," "Schedule a Free Assessment"). Don't just send people to your homepage. It needs to match the ad's message. Professional, high-quality images or videos of happy patients (with consent, obviously) can help, as can testimonials and clear explanations of the benefits and process.
• Make sure your website clearly states who you are, your qualifications, and your location. Trust is massive for medical/dental services.
• Ensure your privacy policy and terms are easily accessible and clearly explain how user data is handled, especially if you're collecting sensitive information.
• For Search, do thorough keyword research. Don't just guess what people are searching for. Use tools to find out the actual terms and search volume. Use a mix of broad and more specific keywords, but monitor them closely and add negative keywords to filter out irrelevant searches.
• If using Display/PMax, focus on non-health-specific signals. Interests like "cosmetic dentistry," "oral hygiene" (if policy allows), or even demographics like income level (implants are expensive) might be hints for the algorithm.
• Be prepared for disapproved ads. It happens a lot in regulated industries. Read the policy feedback carefully and adjust your ads, keywords, or landing pages. Sometimes it's a minor fix, other times it requires a rethink.
• Track everything! Use conversion tracking to measure leads, form submissions, phone calls. This data is essential for optimising your campaigns.

Putting it Into Action: Recommended Steps

Based on the challenges and opportunities, here’s an action plan I'd suggest:

Getting Search ads running effectively, compliantly, and profitably for a service like dental implants requires careful planning and ongoing optimisation. It's not just about picking keywords; it's about matching intent with compelling ad copy and a high-converting landing page, all while navigating the policy minefield.

Building a robust campaign structure, continuously testing different ad copy and landing page variations, and meticulously tracking results are key to scaling successfully.

Why Expert Help Can Make a Difference...

Navigating Google Ads, especially in a regulated niche like healthcare, can be time-consuming and complex. There are many variables to manage, from keyword strategy and bidding to ad creative and landing page optimisation, all while ensuring compliance.

An experienced agency or consultant who specialises in paid advertising, particularly in challenging niches or with high-ticket services, can help you avoid costly mistakes, build campaigns structured for success from day one, and accelerate the process of finding what works.

They can provide insights into what campaign types, targeting methods, and messaging are most likely to yield results for dental implants while staying within the lines of Google's policies. They can also dedicate the time needed for ongoing monitoring, testing, and optimisation that's required to make campaigns truly profitable and scalable.

If you'd like to discuss this further or get a more personalised assessment of your specific situation and goals, we'd be happy to book in a free consultation with you. Just let us know.

Regards,
Team @ Lukas Holschuh